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Tourism Marketing Strategy

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Tourism Marketing Strategy Tourism Advisory Council Meeting Monday, May 14th, 2018 633 3rd Ave 37th Floor Boardroom New York, NY 11:00am – 12:30pm Webcast address: https://livestream.com/vvt2/TAC051418 AGENDA I. Approval of Minutes Cristyne Nicholas II. Chair’s Report Cristyne Nicholas a. Meeting overview b. Summer media night review c. TAC member accomplishments & updates III. Executive Director Report Ross Levi a. Industry activities b. Summer marketing c. Awards IV. Year in Review and Learnings ILNY Staff V. Guest Speaker: Discover Long Island Kristen Jarnagin VI. New Business Next meeting: Monday, September 17th, 2018 11:00am – 12:30pm 633 3rd Ave New York, NY Tourism Advisory Council Meeting May 14, 2018 A Division of Empire State Development 1 CHAIR’S REPORT 2 SUMMER MEDIA MARKETPLACE REVIEW . April 11 at National Geographic Encounter: Ocean Odyssey in Times Square . 40-foot HD video wall and multiple screens throughout enabled us to showcase NYS vacation destinations and provided ample branding opportunities . Attractions & partners included nearly all vacation regions, Parks, DEC, Canals, MetroNorth and Amtrak, National Comedy Center, Chautauqua Institution, Haunted History Trail, Path Through History, Catskills Trout Tails, Corning GlassBarge, and the Genesee Country Village & Museum . Activities included regional beer tastings, fly-fishing demonstrations, and tour of the Odyssey experience . 70+ journalists from notable publications (USA Today, NY Times, Fodor’s Travel) as well as family outlets (Family Circle, Family Traveller) 3 SUMMER MEDIA MARKETPLACE REVIEW 4 EXECUTIVE DIRECTOR’S REPORT 5 INDUSTRY ACTIVITIES Dutchess County Tourism Trends Conference . April 4 in Wappingers Falls Museum Association of New York Annual Conference . April 8 – 10 in Rochester NYSTIA Annual Empire State Tourism Conference . April 23 – 25 in Schenectady Discover Long Island’s Tourism Symposium . May 8 in Patchogue Otsego County Tourism Summit . May 9 in Cooperstown GlassBarge Launch . May 17 in Brooklyn IPW . May 19 – 23 in Denver, CO 6 SUMMER COMMERCIAL 7 AWARDS Public Relations . 2017 Bronze Adrian Award winner for Feature Placement in a Newspaper Social Media . 2017 Gold Distinction Shorty Award winner for Instagram presence Experiential Marketing . 2017 Gold REGGIE Award for Regional/Local Market Campaign for the I LOVE NEW YORK POD Tour 8 2017 YEAR IN REVIEW & LEARNINGS 9 TOURISM MARKETING STRATEGY Strategy . Surprise, delight and inspire . Drive information seeking behavior . Build consideration and visitation to NYS . Families are our target Geographic Priorities: . In-state . Drive states 3-5 hours from our borders . International . Long haul domestic 10 OVERALL MESSAGING STRATEGY . Showcase the unique, world-class destinations that Upstate New York offers . Reassure potential visitors there is a broad array of activities available . Convey the emotional value of family memories created in New York State . Drive traffic to ILoveNY.com, and thus to TPAs and tourism partners CUSTOMER JOURNEY AND CREATING MEMORIES Customer Journey Pre- Loyalty / Consideration Experience Consideration Advocacy Cataloging / inspiration Sharpen focus / research Planning (itinerary) / travel Post travel Creating Memories Based on Activities . Top drivers of travel are the desire to spend time with and create lasting memories for family/significant other . Includes outdoor activities, special events, historic and cultural destinations, food and drink experiences, shopping, etc. TRADITIONAL ADVERTISING TV Commercials . Summer: North Country, Family Adventure & Finger Lakes Agritourism . Equal Rights: Susan B. Anthony & Echoes . State Fair: Sky Ride . Fall: Catskills & Fall Events . Winter: Most Ski Mountains Out-of-Home . Agritourism focus . NYC billboards, bus wraps, bus stations WHAT WE LEARNED . Compelling & focused messages lead to the strongest consideration by potential visitors . Important to convey the emotional value of family memories created in New York State, using the most desirable family activities and awe inspiring world-class destinations . Begin messaging earlier PUBLIC RELATIONS . Individual & group press trips (National Geographic Traveler, NY Metro Parents, Forbes) . Summer, Fall and Winter Media Marketplace events . 25+ press releases . Targeted pitches on women’s suffrage, Erie Canal anniversary, seasonal travel ideas, etc. Macaroni Kid partnership (Plattekill Ski Day, Silver Daisy Boondoggle, Annual Conference) WHAT WE LEARNED . Focusing on core public relations tactics is generating results . Concentrating on higher-caliber media results in higher circulation, higher media value, and readers and viewers more likely to take a trip in NYS . Family travel media partnerships and pitches are effective in reaching our target audience . Highlighting timely and topical tourism developments (e.g. historical anniversaries) results in strong coverage . In-state travel trade events provide efficient and effective opportunities for extensive coverage across a variety of outlets DIGITAL INITIATIVES Editorial & Social Media . Blog posts . Instagram stories . User generated content Seasonal Campaigns . Niche family influencers . Fall Foliage . I LOVE NEW YORK Bracket Challenge MARCH MADNESS-“SLAM DUNK” WITH AUDIENCES . 16 attractions (vs. 32 last year) . Free trip offering this year Partnership with jetBlue Accommodations provided by TPAs . Almost double the number of votes . Drove strong visitation to ILoveNY.com . Collected new email subscribers 18 WHAT WE LEARNED . Instagram is our fastest growing and most engaged social channel . Authenticity and a focus on the promise of fun/adventure in unique destinations is key in social content . Mobile is increasingly important to consumers for both planning and the in-market experience . Interactive campaigns - like Fall Foliage and the March Bracket - boost web traffic and present an opportunity for email acquisition 19 EXPERIENTIAL MARKETING & EVENTS Welcome Centers OPENING SCHEDULE* . 23-stop events tour in reimagined POD (domestic & international) Long Island – opened 10/2016 Javits Center – opened 4/2017 . Branded and engaging presence at Mohawk Valley – opened 6/2017 trade events Southern Tier – opened 10/2017 . Special activations at the Great NY Central NY (Destiny USA) – 11/2017 State Fair & Watkins Glen International Finger Lakes – May 2018 . Successful opening of four new Hudson Valley/Catskills – Fall 2018 Welcome Centers (5 of 11 now open) Western NY – Fall 2018 Adirondacks – Fall 2018 North Country – Fall 2018 Capital Region – Fall 2018 *Subject to Change SNEAK PREVIEW… FINGER LAKES WELCOME CENTER IN GENEVA OPENING THIS MONTH 21 WHAT WE LEARNED . Consumers who visit the POD are more likely to consider traveling to/within NYS; plan or recommend a getaway; and have new ideas for things to do in NYS . Out-of-state events drew strong interest . Experiential activations – trivia, travel profile, VR – were all strong engagement points . Focus on email collection generated results (highest number collected in 3 years) . Overall strategy to support tourism trade shows will enable the most efficient use of resources 22 INTERNATIONAL . Attended three trade shows (IPW, WTM, ITB) . Held three trade missions . Scotland & Ireland . Canada . Germany & Switzerland . Workshops for new Norwegian Air Service at Stewart Int’l. Several FAM trips . Itinerary Design FAM with Chinese operators . Winter Family Getaway contest with Irish Sun . Brand USA Partnership WHAT WE LEARNED . Efforts in international markets with a more developed/consistent relationship with ILNY produce the strongest outcomes . Being proactive around emerging developments can result in quick growth of operators and product promoting travel to NYS . Be aware of and respond to international travel challenges . Social media efforts in overseas markets generate increased engagement with trade and consumers, and should be consistently implemented . Efforts focused on the Canadian market that occur across ILNY platforms and departments would benefit from a unified plan TOURISM SEGMENTS 25 PATH THROUGH HISTORY WEEKENDS . Father’s Day Weekend More than 380 events Press conference at the Corning Museum of Glass . Columbus Day Weekend More than 390 events – over 50% more than the previous year Included haunted history tours and women’s suffrage programs 26 EQUAL RIGHTS CAMPAIGN . Launched in Spring 2017 in conjunction with 100th Anniversary of Women's Suffrage in NYS . Encourages visitors to experience state's legacy of promoting equal rights by visiting historic equal rights attractions: Commercials Visitors’ guide Paid digital campaign Press FAM . Equal Rights Heritage Center (late 2018) will emphasize New York State's progressive history, while encouraging tourists to visit the individual sites related to the Center 27 I LOVE NEW YORK LGBT . Activation at Prides & other LGBT events statewide – Expo, Syracuse Chiefs, Pride Day at State Fair . Presence at the LGBT Pavilion at ITB Berlin . Expanded advertising in print and digital LGBT outlets . Continued outreach to LGBT families 28 ACCESSIBILITY AND SENIOR TOURISM Accessibility Program . Increase consideration and intent to travel to NYS among people with varying accessibility needs . Creation of a consumer accessibility travel guide and outline of best practices to enhance visitor experiences . RFPs for accessible tourism consultant are under review Senior Tourism . Identify and promote NYS tourism attractions and experiences that appeal to travelers 65 and over . Will provide information to travelers
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